Advertising and Sales Promotion Strategy

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$134.40 - $182.44
UPC:
9780321014115
Binding:
Hardcover
Publication Date:
8/12/1997
Author:
Gerard J. Tellis
Language:
english
Edition:
1st
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Product Overview

For courses in Advertising Principles.Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.